Netflix and Amazon Prime may serve up countless films and shows on demand, but many Britons still choose to get off the sofa and go to the cinema, with indie and boutique venues account for a rising share of the UK box office. Why are people choosing them over home viewing and multiplexes?

Squeezed budgets and streaming services may have seemed like significant threats to Australian cinemas, but 2018 was the second most profitable year on record at the box office. How are theatres across the country elevating the experiences they offer to draw people out of their homes?

As part of a partnership with Olympic Studios, Selfridges will be launching a three-screen, in-store cinema. It's an example of how brick-and-mortar retailers are looking to lure in consumers by enhancing the experience of shopping beyond browsing and transactions.

Secret Cinema is bringing its immersive events online, complete with all the same elements of surprise, costumey dress codes, and audience participation. With many people lacking variety in lockdown, brands can lean into novelty and create exciting routines around a shared experience.